The document discusses a case study of a pulmonologist who currently prescribes Imipenem for lung infections but does not use Meropenem. The objective is to convince the doctor to prescribe Carnem (Meropenem) instead by highlighting its features, benefits, and superiority over Imipenem. A strategy is outlined to understand the doctor's motives, opinions on Meropenem, and preferred activities. Detailings will focus on Carnem's broad spectrum, newness, penetration abilities, and superior efficacy compared to Imipenem. Activities like trials, presentations, and monitoring are proposed.

1. Carnem(Meropenem)
Laderly Bio-Tech Pharma

2. CASE STUDY # 5
“Doctor is prescribing Imipenem
and other drugs”
By
Tariq
Javed
Umais

3. Customer profile
• Pulmonologist
• Head of department
• Tienam 10 patients/Month : 500mg 6-8hrly
– Lung abscess
– Pneumonia
– Empyma
– VAP
• Does not use Meropenem
• Other options are Cephalosporins
• Doctor likes followup and Academic Activities

4. Competition activities
• Ward presentation
• Gifts
• Sponsorships
• Samples

5. Our objective
• Convince the doctor to prescribe Carnem
• Probbing
• Share Features and Benefits of Carnem
• Activities
• Commitment(4 Patients /month)
• Follow up
• Patient Monitering
• Sales Analysis

6. Our strategy
• To know the buying motive
• To find out influencer
• To know his opinion about Meropenem
• Establishing the superiority of Carrnem
• To find out the type of activity required
• Fulfilling the need better than competition
• Getting commitment

7. Detailings
• Carnem a confident and reliable empiric
monotherapy for moderate to severe infections
• FAB
Feature Benifit
Ultra broad spectrum Ideal for monotherapy
New latest carbapenem Low resistence
Penetrates into csf Covers wide range
Carnem needs lower mic than Superior than imipenem in
imipenem(.03 - .12) LRTI(91% than 75%)
Bolus inj Easy Admnistration

8. Activities
• Weekly visit
• Trial
• Ward presentation
• Comitment
• Focus on registrars for follow up
• Monitoring of pharmacy
• On need sponsorship

9. Patient monitoring
• Check the dose and administration
• Ward visit on alternative day
• Fever monitoring
• Sharing the drug response

10. “Change your thoughts and you change your
world.”
(Norman Vincent Peale)
Thanks